AI has levelled the playing field in advertising—tools are no longer the differentiator. The real edge now lies in data quality. The brands that win will be the ones feeding AI with accurate, privacy-first, and continuously refreshed data—not just automating faster, but making smarter decisions.

Flippi, Flipkart’s generative AI shopping assistant, is emerging as one of the platform’s most significant interface bets since search and filters. Positioned within the SwipeScreen experience, Flippi is designed to “flip” the conventional e-commerce journey from manual product hunting to guided, conversational discovery. For a market where many users still feel overwhelmed by choice and jargon, Flipkart is effectively trying to replicate the role of an in-store salesperson i

As traditional search engine gets challenged by generative AI and answers platforms, brands need to embrace a dual strategy of answer engine and generative engine optmisation.

Performance marketing evolves with AI, full-funnel strategies, and metrics beyond clicks.

AI is reshaping the search market, challenging Google's dominance, driving personalization, and requiring marketers to adapt swiftly.